{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,3]],"date-time":"2026-06-03T13:04:39Z","timestamp":1780491879289,"version":"3.54.1"},"reference-count":103,"publisher":"MIS Quarterly","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2020,12,1]]},"abstract":"<jats:p>In this study, we examine how a firm\u2019s decision to post on social media affects the propensity of its followers to (1) purchase its products and (2) unfollow the firm. Using a unique dataset from a large fashion retailer which frequently sends mass non-customized information-only posts on social media (i.e., non-coupons), findings indicate that such posts increase short-term purchases by 6%. However, these posts also increase followers\u2019 propensity to unfollow the firm by 280%, significantly reducing long-term sales. Strikingly, this punitive effect of social media posting appears to manifest under very specific circumstances. Results indicate that these changes in unfollowing and long-term sales are larger if posts are sent in more crowded cities or during commuting hours (suggesting that the stress formed by personal crowding and the follower\u2019s environment may play a key role in followers\u2019 reactions to social media postings). These results underscore the potential downsides of sending blanket, non-customized, messages to followers, notably during times of intense psychological stress, as well as avenues to avoid such pitfalls.<\/jats:p>","DOI":"10.25300\/misq\/2020\/15510","type":"journal-article","created":{"date-parts":[[2021,1,14]],"date-time":"2021-01-14T15:28:50Z","timestamp":1610638130000},"page":"1521-1571","source":"Crossref","is-referenced-by-count":28,"title":["Tempting Fate: Social Media Posts, Unfollowing, and Long-Term Sales"],"prefix":"10.25300","volume":"44","author":[{"given":"Shuting (Ada)","family":"Wang","sequence":"first","affiliation":[{"name":"Zicklin School of Business, Baruch College, City University of New York, 55 Lexington Avenue, New York, NY 10010 U.S.A."}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Brad N.","family":"Greenwood","sequence":"additional","affiliation":[{"name":"School of Business, George Mason University, 4400 University Drive, Fairfax, VA 22030 U.S.A."}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Paul A.","family":"Pavlou","sequence":"additional","affiliation":[{"name":"C. 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